The Effect of Electronic Word of Mouth and Social Media Usage on Consumer Purchase Intention with the Mediation Role of Brand Image In the Mobile Industry of Metropolitan Cities of Pakistan

Abstract

Word-of-mouth (WOM) has been known as one of the main and important sources of information sharing among users. Rapidly changes in IT industry and highly increase in practice of connected users of societal media changed the method of information sharing. This experience has changed the impact on user intentions as this effortlessly available data and information could significantly have emotional impact on consumer buying intention. Purpose of research study is to investigate and analyze the scope in which electronic word of mouth and social media usage amongst customers can impact brand image and consumer purchase intention in the mobile business of metropolitan cities of Pakistan.